Baja Fresh

Baja Fresh’s rein as the only Fresh Mex quick serve restaurant in town was over. Three years of declining sales showed the Chipotles of the world had begun to take quite a bite out of the market Baja had dominated. After weeks spent interviewing franchisees, employees and hundreds of customers, Glass discovered that the time, care and freshness that went into making Baja food exceptional was exactly what would sell it to consumers. Four months into our national campaign, Baja Fresh had reversed their three-year sales trend and moved into positive territory – and along with it, a reinvigorated corporate spirit.